Logo Story, Nov 2017
Henry – Ford


1903 – 1906
Letters & the Logo: The very first Ford logo was designed especially for the first Ford car, the Model A, complete with an art nouveau border which was quite fashionable at the time.

1907 – 1912
Ford introduced the scripted typeface of its trademark. They introduced a long-tailed script for “F” and “D” letters also known as the script with wings. Childe Harold Wills designed the logo using his grandfather’s stencil set which was based on the style of writing taught in schools when Ford and Wills were children.

This brief and unsuccessful Ford design put the brand signature on top of a dark blue winged pyramid. Although intended to show the product’s speed, grace, and stability, the logo was quickly removed after Henry Ford expressed his dislike of it.

1912 – 1927
This was the first time the shape oval was used by British agents Perry, Thornton, and Schreiber – the forerunners of the original Ford Motor Company Limited of Great Britain.

1927 – 1957
From the mid-1930s onward, use of this logo on the cars themselves was first deemphasized and then dropped entirely. A completely different “crest” logo appeared with the 1949 models.

1957 – 1976
By combining the script and the oval, Ford created the definitive logo and used it primarily to identify Ford dealers in the UK.

1976 – 2003
The blue oval returned in the 1970s with a more polished and crispier look. The Ford brand received a refreshed 3D smooth shading.

Commonly referred to as Ford after its founder Henry Ford, the Ford Motor Company is an American Multinational automaker headquartered in Michigan and incorporated on June 16, 1903. It has already been over 100 years and the company is still making its mark all over the world and constantly thrives to make the best automotive vehicles.

Today, the brand has over 100 manufacturing facilities across more than 30 countries, but where did the design for this “hallmark for reliability and economy” come from?

A lot of people keep wondering if the script of the brand name is Henry Ford’s handwriting; however, the answer is no; it’s not. Childe Harold Wills – the company’s chief designer created the Ford signature logo using calligraphy from his own business cards to stylize the letters.

All the automobiles and commercial vehicles are sold under the Ford brand while the luxury vehicles are sold under the Lincoln brand. Ford owns 8% stake in Aston Martin of the United Kingdom, a 49% stake in the Jiangling of China, and has joint ventures in China, Taiwan, Thailand, Turkey and Russia.

Ford is one of the first companies which brought automobile into the reality. The kind of success and reach they should have had today isn’t as expected by many despite they are being the first to enter the Indian market. The primary reason is their oval shaped logo from Vaastu perspective. Rectangle, square, and circle form a team of Vaastu compliant shapes for a logo whereas oval, triangle, hexagon, octagon, and similar pointed shapes form a different category.

Their biggest challenge of all times has been creating their own segment in the market. Ford’s logo hasn’t used silver, grey or red colours due to which they always faced challenges in technology, research, and taking the brand forward to worldwide acceptance. It is hugely popular in a few countries; however, considering that they are the pioneers, they could do a lot better in other parts of the world too. They haven’t been able to settle in markets where the money is huge and keep struggling there; the missing element being the shape of the logo. The logo shape is about the performance of the brand. The name “Ford” has a very good sound and the blue colour is good too – so longevity is not an issue. To improve the performance and reach around the world, a better shaped logo with a change of colours should do the trick for the automobile giant.

Ford owns 8% stake in Aston Martin of the United Kingdom, 49% stake in the Jiangling of China and joint ventures in China, Taiwan, Thailand and Turkey.
Childe Harold Wills- the company’s chief designer created the Ford signature logo using the calligraphy from his own business card to stylise the letters.

2003 – Present
For the 100th anniversary of the brand, the logo received a white tint retaining the 3D smooth shading as well as the official title of “Centennial Blue Oval.”